Green Human Resource Management Practices and Employer Branding in Kathmandu Valley: The Mediating Roles of Corporate Environmental Strategy and Social Sustainability

Abstract

Purpose: The study examines how Green Human Resource Management practices influence employer branding, with Corporate Environmental Strategy (CES) and Corporate Social Sustainability (CSS) as mediating factors.

Methodology: Explanatory research design was used in research. Primary data were collected by structured questionnaires from 405 working respondents of Kathmandu Valley using purposive sampling. Structural Equation Modeling (SEM) with Smart PLS 4 was used to test the relationships among variables.

Findings: GHRM directly and indirectly enhances employer branding through CES and CSS, while low awareness, weak policy integration, and resistance remain key challenges.

Originality: A fresh empirical investigation of the GHRM and employer branding nexus within the Nepalese setting based on the Resource-Based View (RBV) and Competitive Advantage Theory is used. 

Conclusion: The mediating roles of CES and CSS further substantiate the strategic importance of green practices in HRM in addition to reaffirming. Elevation of implementation barriers by leadership commitment and policy structures is vital in achieving sustainable organizational outcomes.